Owallians final
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Transcript of Owallians final
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OWLLIA
NS
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Introduction• CATERING SERVICES (overview)
• Over the past few years, India has emerged as a hot favorite location in terms of great food at reasonable rates.
• Today competitive market environment demands for convenience for customers.
• The best part of this industrial field is that it remains unaffected due to market slowdown.
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• Market Overview
Restaurant & Catering - Market Potential– The Indian Restaurant industry is worth Rs.43,000
crores*.
– Though only 16% of this market is organized, it is said to accelerate to 45% by 2015.
• Caterers have to be good at a lot of things — from cooking to selling to precise planning.
Introduction cont..
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What happens to us when such situation occurs ??????
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Introduction to “OWLLIANS”
• A hungry stomach cannot hear .... A hungry stomach cannot think.
• So why let yourself and working employees starve and make them ineffective.
• Here’s a corporate offer for all the companies that have employees working the graveyard shift as well as all the “owllians” in the city.
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Mission
“A service oriented midnight kitchen dedicated to provide affordable fast food to as many people as possible.”
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Business Model• “ OWLLIANS” is a midnight kitchen.
• Serves fast food from 12 am to 6am.
• Caters to the western suburbs of Mumbai (Borivali to Bandra)
• Employee strength: 2 cooks, 6 delivery boys, 1 Receptionist.
• Serves quality food at reasonable prices.
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Services• Online as well as phone orders.
• Phone App.
• Delivery within 30mins.
• Special offers for orders exceeding Rs 399.
• A ‘spice of life’ menu.
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Segmentation• Geographically: Western suburbs of
Mumbai (Borivali to Bandra).
• Demographic segmentation:
Age : 16 onwards.
Income.
Occupation.
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Target Audience• Youth.
• Students.
• Working class (night shifts).
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Positioning
• “Owllians” will be positioned for the current interest in a quicker fast food at moderate to low prices.
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PRODUCTDEFINITION: “providing affordable fast food to as
many people as possible as and when required by them.”
• All fast food items.– Sandwiches
– Pizzas
– Pav bhaji
– Rolls
– Burgers
– Pasta
– Milkshakes
– Juices
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Price• All the items are moderately priced.
• Pricing strategy:
‐ Cost plus pricing
‐ Basic cost of food + delivery cost +profit = selling price
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Place• Location: – A/32, chakala,
Andheri (east).
• Does not matter as the aim of “Owllians” is quick delivery
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Promotion• Word of Mouth.
• Email marketing.
• Sales promotion.
• Social media.
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People• Delivery boys:– Trained well
– Communication skills
– Mannerisms
– Riding skills
• Cooks:– Hygienic
– Cooking skills
• Receptionist.
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Process
Owllians service desk
“Owllians”
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Mapping, MOT• Critical Transactions between the
frontline personnel and the customers.
CRITICAL TRANSACTIONS FOR “Owllians”
• Transactions between the delivery boys and customers.
• Communication over the phone while receiving an order.
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Interactive Marketing
Company Owllians
CustomersEmployees
Sets the promise“ Timely delivery”
Enables the employees• Motivation (salaries, amenities, bonus)• Training ( Behavioral)
Deliver the promise
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Quality Determinants• CRITICAL QDs– Timeliness.
– Communication.
– Responsiveness.
– Reliability.
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Service Recovery Strategy
• Discounts.
• Coupons.
• Provides help lines.
• Training.
• Utilizing customer feedback.
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Future Plans • If the business is meeting its projections
by the end of a year, we will start scouting for a second location and develop plans for the next unit.
• Our five year goal is to have 3 kitchens in Mumbai with expansion in product range.
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Consumer Survey• 90 people were surveyed in total.
• 30 from each respective areas of Bandra, Andheri and Kandivali.
• People between the age group of 21 to35 were surveyed.
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Q1. Do you want this type of service ?
Yes No0
10
20
30
40
50
60
BandraAndheriKandivaliTotal
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Q2.How many times in a month would you like to consume such service ?
1 to 5 times 5 to 10 times 10+0
5
10
15
20
25
30
35
40
BandraAndheriKandivaliTotal
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Q3.Do you feel the need for such services ?
YesNo
0
10
20
30
40
50
60
BandraAndheriKandivaliTotal
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Q4. Which type of Food would you prefer ?
Fast Food Main Course0
10
20
30
40
50
60
BandraAndheriKandivaliTotal